The American Marketing Association (AMA) recently hosted a Collegiate Case Competition, bringing together top marketing students to develop a series of solutions to a marketing challenge. Among this year’s competitors were Assumption students majoring in business and members of Assumption’s Greyhound Association for Marketing Enrichment (GAME).
GAME is the Assumption College AMA collegiate chapter. GAME’s mission is to help advance education by creating opportunities for students to apply marketing and business concepts to real world challenges. By fostering student collaboration GAME helps students gain valuable hands-on experience.
The challenge for this year’s AMA Collegiate Case Competition? Create a marketing plan that kindles brand relevance and preference among 18-24 year olds for vitaminwater®. According to the case brief, vitaminwater® is produced by Glacéau, part of The Coca Cola Company and since inception, “the brand [has put] strong emphasis on marketing through its irreverent voice, creative executions and forward thinking activation.”
According to the student newspaper Le Provocateur, the team, led by senior Louis Carpenter…had to design a marketing plan for vitaminwater® in which they were given $60 million to play with. Their proposal resulted in 20 pages. Out of approximately 47 schools, GAME was one of the 18 “Commendable” ranked schools in the competition. This is only the fourth time GAME has participated in Case, showing great signs of growth for an up and running campus organization to compete at the national level.
GAME is one of the largest and most active organizations on campus. The participants included Louis Carpenter, Demetra Votto, Mary Schneider, Julia Chretien, Emily Hite, Kelly Lund, Danielle Tagarelis, Carlos Cintrón, Jacquelyn Ellingson, Christopher Poillucci, John Brand, James Masison, Andrew Donermeyer, Anne Zarembka, Grant Farr, Alexander Lorenzo, Caroline Flynn and Zachary LaRosa.
The Assumption students were recognized for outstanding chapter planning among some of the region’s top schools. This recognition was earned by the students, GAME Board of Directors, and GAME Faculty Advisor and Assistant Professor of Marketing and Management, Dr. Cary LeBlanc, who helped establish Assumption College AMA affiliation that led to GAME’s official recognition by the AMA in January 2010.
Assumption students interested in joining GAME can visit the group’s website to learn more about the exciting opportunities for business majors at the College. Some of the benefits of joining GAME include networking opportunities, professional development, and community service where students may apply the skills they learned in the classroom to help those in need or a local business. While many GAME members pursue a bachelor’s degree in business, GAME is open to all Assumption students interested in marketing, regardless of major or minor concentration.